A new year always brings us change in all its forms. We commit to resolutions, adapt to new circumstances, face unexpected challenges, and embrace opportunities. As the saying goes, “The only constant in life is change.” The world of marketing and communications is no different.
As we enter the new year, it’s exciting to consider all the new trends and developments that are on the horizon for organizations and their communications partners. Here’s a glimpse at what we can look forward to in 2023:
Short-form video’s continued rise
TikTok has shown us the power of short-form video to capture attention and engage audiences. Other social media platforms caught on. In addition to TikTok, there’s been immense growth in YouTube Shorts and Instagram Reels.
In the coming year, we can expect to see this format being used more widely, whether it’s on social media, websites, or other platforms. For communicators, this presents a great opportunity to get creative and find new ways to connect with our target audiences. These videos give organizations a popular way to share stories, convey messages, and develop brand awareness.
One of the great things about short-form video is that it forces us to be concise and get to the point. This is valuable practice for communicators and organizational leaders alike. The lessons we learn in developing short-form videos can be applied to other formats, including writing and presentations.
A focus on diversity and inclusion
In 2023, we can expect to see organizations continue to emphasize diversity and inclusion. As communicators, we can advocate for strategies that align with these goals.
Our society’s diversity is a strength. Organizations must adapt their communications to make sure that they’re effectively reaching diverse audiences. As the diversity of our audiences increases, we need to be aware that our audiences will have different backgrounds, perspectives, and expectations. To act on this, organizations can improve diversity within their teams, communicate with empathy and sensitivity, and choose to engage with formats and media outlets that our audiences use.
New technologies bring both improvements and challenges for those with disabilities. We need to leverage these improvements as well as consider these challenges to make our communications accessible for all. For example, communicators are increasingly sure to use tools like Instagram’s alternative text functions, which makes posts more accessible to people with visual impairments. Likewise, we expect that in-person and live-streamed events will increasingly include sign language interpreters for people who are deaf or hard of hearing.
By approaching their work with a diversity-minded lens, communicators and organizations can ensure that their strategies are inclusive and accessible to all.
Aligning internal and external communications
The past year saw a lot of employees at different companies publishing criticisms on internal chat channels and through public social media accounts. Public comments by employees (positive and negative) get through to your audience too. This can lead to confusion and inconsistency in messaging.
In 2023, it’s important for organizations to find ways to align their internal and external communications strategies. We need to approach internal and external communications strategies together from the beginning. This might involve using platforms like Slack or Microsoft Teams to keep employees informed and engaged, or using public-facing social media channels to communicate with both internal and external audiences. By getting everyone on the same page and working toward a more cohesive message, organizations can improve their understanding of both their internal and external audiences and better meet their needs.
Overall, the world of communications and marketing is constantly evolving, and it can be challenging to keep up with all the changes. However, by embracing new trends and developments, we can learn new things, make our strategies more effective, and build stronger connections with our audiences. These are all opportunities for us to improve our work and our impact. Whether it’s through the power of short-form video, a focus on equity, or aligning internal and external communications, there are plenty of good things to look forward to in 2023.
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